Using Private Label to Improve Price Image an Organizational Structure that Puts Customer First

Ken Ouimet of Engage3 and Wesley Bean of Catalina Marketing talk about providing customers more value not only by carrying healthier-for-you products, but also helping them navigate through store assortments by highlighting product attributes that are specific to their health requirements. They also discussed how retailers should think about their Price Image in terms of their private label offerings. Wes mentions how other retailers can learn from the success of Kroger’s Simple Truth, now a $2B organic health and wellness brand. Ken brings up the rise of attribute loyalty vs. brand loyalty and Wes discusses a new approach to organizational structure from the typical product/category system to a customer-solution orientation.